After two decades of financial support from the gambling industry, Premier League clubs are preparing to cut off a hand that has so often fed them.
This summer is expected to see a vote passed by the 20 clubs to prohibit betting companies from appearing on the front of shirts once a three-year phasing-out period has concluded in 2026.
Sleeve sponsorships are still expected to be permitted under revised laws but this is the Premier League’s best attempt to appease the UK government before a long-awaited review of gambling laws coming later this month. Compromise, it has concluded, is key.
That means eight of the current 20 top-flight clubs — Bournemouth, Brentford, Everton, Fulham, Leeds United, Newcastle United, Southampton and West Ham United — must look elsewhere for a primary commercial partner for the 2026-27 season. Aston Villa, too, will join the search after teaming up with online casino BK8 for next term. The length of that new deal, coincidentally, was three years.
Premier League clubs’ commercial teams will now have to diversify in pursuit of their biggest sponsorship deals. The traditional ‘Big Six’ have found other sectors offering vast financial support, but many of the mid-to-lower-end clubs will have to rethink their strategy.
Fulham, for example, have had a betting sponsor for seven of the past 10 seasons, a run that has included five brands. Include Betfair, which became the first betting company to appear on a Premier League club shirt in 2002-03, and they have teamed up with half a dozen. They, though, are only one of 25 Premier League clubs to have had a shirt sponsored by a company from the gambling industry.
There are concerns the visibility of betting brands — and the means for cashing in — will remain in an arrangement that falls short of the blanket ban sought by campaigners. Heavy advertising, it has been made clear, routinely exposes vulnerable people to a harmful and addictive product. But English football is not alone in facing up to commercial restrictions.
In the coming weeks, the long-awaited white paper is expected to outline new restrictions on gambling adverts and the Premier League hopes its proposals will be enough to avert the outright ban that has been forced upon other major European leagues. The EFL, too, hopes it can continue with partnerships that include all three leagues being sponsored by Skybet.
Serie A clubs have not been permitted to carry betting brands since the Italian government tightened laws in 2019. Those in La Liga found the same limitations come their way ahead of the 2021-22 season.
In Belgium, there are protests against change but their government has spoken. Justice minister Vincent Van Quickenborne last month lamented “the tsunami of gambling advertising” when announcing a national crackdown that will see sporting clubs curbed from 2025.
There is nothing close to uniformity across Europe. French clubs remain free to carry the names of betting partners on the front of their shirts. Montpellier (Partouche), Troyes and Strasbourg (both Winamax) have visible backing from the gambling industry this season, and Paris Saint-Germain agreed to make Parions Sport a “premium partner” in a three-year deal struck last summer.
The French FA (FFF), meanwhile, is midway through a five-year deal with Betclic, the French betting group. Kylian Mbappe has taken a stand against that branding, opting out of a photoshoot to promote the company last year.
In the Netherlands, too, its FA (KNVB) has made clear it opposes the proposed ban on gambling advertising slated to come in from January 2025. The KNVB, with the support of clubs, says it goes “too far” by halting revenues estimated to be worth between €40million and €70million (£35m and £61m) a year. AZ Alkmaar, Volendam and Fortuna Sittard all have shirt sponsorships with betting firms.
Disruption to the marketplace is unavoidable but, in retaining reduced advertising opportunities, Premier League clubs know it could have been worse.
Counterparts in Italy and Spain will attest to that.
Serie A has long pushed back against the ban on gambling-related advertising introduced by Giuseppe Conte’s government at the end of 2018. Italy’s top-flight spoke of its “extreme worry” at the measures, highlighting the potential for millions of euros to be lost.
As of December 31, 2018, Serie A clubs had 15 sponsorship deals with betting companies, amounting to two per cent of the league’s total arrangements. Among those were Roma’s reported €15.5million (£13.6m, $17m) deal with Betway for the sponsorship of training kit and Lazio’s front-of-shirt deal with Marathonbet. Torino and Chievo also had back-of-shirt sponsors.
The Italian Football Association (IFF) lobbied for the ban to be suspended once the COVID-19 pandemic hit, arguing clubs had lost out on an estimated €100million in potential commercial revenue, but met resistance from the state.
Serie A has always argued a ban on gambling-related ads would handicap its clubs against others in Europe, particularly in the Premier League, but since 2021, the same restrictions have befallen clubs in Spain.
Alberto Garzon, minister of consumer affairs, wrote to all clubs in October 2020 to say the promotion of gambling firms would be prohibited from the start of the next season. La Liga president Javier Tebas forecast it would cost clubs €90million and the limited timeframe for legislation to come into force ensured eight clubs were left without a sponsor when the 2021-22 campaign began.
Premier League clubs will face neither that hurried search for new partners nor the outright ban that has impacted clubs in Italy and Spain. They are not permitted sleeve sponsors or allowed to show the branding of betting websites on pitchside advertising boards to a domestic audience.
There are loopholes still being exploited, though. The technology used in both Serie A and La Liga allows broadcasters to cater output to individual territories by superimposing advertising on top of pitchside boards. That allows an audience in the Far East, for example, to still see betting ads when watching games in Serie A. Such tech has not yet been introduced by the Premier League.
Italian clubs such as Inter Milan have had to find non-betting sponsors
Italian clubs are also free to team up with betting partners. Juventus have struck agreements with Betera, Parimatch and 10Bet since the gambling ad ban was introduced four years ago and only last month signed up with Khelraja and Ekings, the Asian gambling platforms. Each announcement ended with the disclaimer: “As per Italian law, partnership not performed in Italy”.
Real Madrid are in the same boat. They list Asian firm Kok Sports and African group SportyBet among their regional sponsors, as well as the Spanish-based Codere, which operates across Europe and Latin America.
That inability to strike shirt sponsorship deals with gambling companies, though, has altered the landscape and hastened football’s potentially short-lived relationship with the cryptocurrency and blockchain sector.
Spanish clubs Valencia (fan-token Socios) and Cadiz (Bitci) swapped betting brands for crypto in 2021-22 only to quickly sever ties and find new partners for this season. Atletico Madrid have run into their own problems with crypto platform WhaleFin, the outgoing sleeve sponsor of Chelsea, which cancelled a €40million-per-season deal in February.
Premier League clubs at least have time on their side to fill any void that comes from a gambling shirt sponsorship ban.
The expectation is that this will likely bring a short-term financial hit as the market readjusts to life without the inflated sums offered by betting companies, but, unlike in Italy and Spain, the Premier League’s global appeal will help limit the damage.
“It would be disruptive,” says Dan Haddad, head of commercial strategy at Octagon, a sports, music and entertainment agency. “Broadly what you might see is that it corrects itself a little bit. If this halfway measure happens and they have to do without front-of-shirt, it might be that other entry points, like sleeve sponsorships and ad boards, become more valuable. You might see a drop in front-of-shirt sponsorships, for example, but the sleeve sponsorship might double.”
The mid-to-lower tier of Premier League clubs is traditionally the most fertile ground for gambling-related sponsors. Those deals tend to be valued between £6million and £10million per season, with the betting companies often the ones offering the most.
Everton are sponsored by ‘crypto betting’ company Stake.com
It would be disingenuous to say that income will be lost given there will be brands willing to fill the void, but the disappearance of gambling companies from the marketplace removes what has become an easy and lucrative option.
Has there been too great a dependency? “It was where the largest revenue opportunity was for many Premier League clubs,” argues Haddad. “It would be hindsight to say they became too dependent on it because what was the other option?
“A lot of Premier League clubs just maximised the opportunity while it existed. I don’t think any of those clubs will suffer from being involved with a betting brand. These clubs have just chased revenue as a means of coping with a high cost base.
“It’ll be disruptive in terms of front-of-shirt value. It’s tricky. You look at Nottingham Forest as a club that has held out for a certain value and it’s gone to show this year that it’s not the easiest thing to sell. They weren’t willing to take a hit on their perception of value.”
It is worth retaining context. If a lower-end Premier League club can command £8million a season from a gambling firm in return for carrying their branding on shirts, that might roughly amount to five per cent of an overall £160million turnover. Replace it with a sponsorship deal worth £6million and the losses are negligible even before there is the chance to recoup the shortfall with a sleeve sponsorship.
Richard Masters, the Premier League’s chief executive, once said his clubs were “not sniffy” about teaming up with the gambling industry but as recently as last summer could foresee what was coming.
“The clubs will adapt, they always do,” he said. “If the future means having no gambling sponsors on shirts, we’ll find a way of dealing with that.”
The Premier League’s strength can avert financial black holes, but a hit is coming.